원문정보
초록
영어
Mongolian luxury brand market has been recording a high growth rate in last ten years. Global luxury brands have been designed and produced limited edition products specifically to stress the unavailability of products. Scarcity appeals have been known for some time to be a very important and widely used marketing strategies. Scarcity strategies are employed by sellers to influence consumer’s decision making. This study verify the influences of perceived scarcity on purchase intention through mediating variables perceived quality, assumed expensiveness, perceived symbolic benefits, uniqueness and perceived value. This study aimed to determine how luxury brand bags can cope with Mongolian consumer’s increasing interest in the scarcity.
목차
Ⅰ. 서론
Ⅱ. 기존 문헌 고찰
Ⅲ. 연구가설 및 연구모형
Ⅳ. 실증분석
V. 결론
참고문헌